The Impact of KOCs on the Online Shopping Decisions of Hanoi University of Industry Students

This study is conducted in the context of the rapid development of e-commerce, particularly the increasing role of KOCs in influencing online shopping behavior. The purpose of the study is to identify and evaluate the factors affecting students' online purchasing decisions influenced by KOCs. The study surveyed 330 students at Hanoi University of Industry and used SPSS software for data analysis. The results show that factors such as credibility, expertise, number of followers, product experience, style, incentives, and feedback from followers have a strong and positive impact on students' online purchasing decisions. These findings contribute to the body of research on consumer behavior in the rapidly growing e-commerce landscape.